During major political events like the State of the Union address or presidential debates, Twitter serves as the national town hall: a place to learn about and debate issues in real time. This dynamic makes the platform a prime marketing channel for trade associations and advocacy groups seeking to shape the national dialogue.
During the 2015 State of the Union address, the National Association of Manufacturers (@ShopFloorNAM) joined the conversation by Tweeting powerful images and videos showing what manufacturing is, and why people (including the President) should care.
Targeted to residents of key manufacturing states, the Tweets instantly captured attention. NAM’s social media manager, Martha Sprague (@marthasprague), says that the State of the Union campaign was extremely effective, generating more than 100,000 engagements. She continues:
“The power of now is very important for our association. On Twitter, we’re able to insert ourselves there, get our point across, and engage with new audiences, new followers, and really push the needle a little bit further.”